Cossette took home three CASSIES Awards, including gold, at the only awards show to highlight ‘Canadian Advertising Success Stories’ for results-driven campaigns.
Cossette won for its work with McDonald’s, General Mills and SickKids:
Cossette was also named on the CASSIES Effectiveness Index as one of top agencies to have had the most effective campaigns over the past three years.
At the same time, the Creative Report Card winners were announced. Jason Chaney, Chief Strategy Officer and Kevin McHugh, Strategy Director were listed as some of the top planners on the newly created ‘Planners list’.
These wins follow a year of success on the national awards show circuit – From Strategy magazine’s highly coveted Agency of the Year to top honours at the Canadian Marketing Association (CMA) gala, including Best of the Best for General Mills' Bring Back The Bees campaign.
Destination Canada has announced Cossette as one of their new agency partners who will inspire travellers to come and explore Canada.
“We are observing dramatic changes in the digital landscape and in the way consumers behave in the travel purchase journey. The global tourism market is fiercely competitive and we need to be smarter than ever about how we engage with travellers while continuing to drive Canada’s global share” said Jon Mamela, Destination Canada’s Chief Marketing Officer “Our new agencies will help us continue to build on our content-centric marketing strategy that is resulting in Canada welcoming its highest number of international travellers in over a decade”.
"Destination Canada is a dream mandate for us - thoroughly modern, looking to break new ground, and one of the most powerful brands in the world. We share a very consistent vision for how brands should go to market now and in the future and we're thrilled to be working alongside the team to bring Canada to the world" said Mélanie Dunn, CEO of Cossette.
Destination Canada’s strategic marketing agencies will be responsible for the Canada brand; content marketing & strategic planning; creative & content production; program management in specific markets and social media programs, as well as analytics/performance and consumer & market intelligence.
Montréal, February 9, 2017 – Cossette took home four awards, including a grand prize, during the 20th Grafika Awards Gala, honouring Québec’s 100 best graphic design projects of the year.
“It’s always an honour to be nominated for a Grafika,” said Antoine Bécotte, Chief Creative Officer at Cossette. “And winning a grand prize for our work with Amnesty International, an organization that defends human rights, it’s truly inspiring for our entire team.”
Cossette took home the following awards:
The Grafika Awards are organized by Infopresse in association with the Société des Designers Graphiques du Québec (SDGQ).
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Vancouver, February 8, 2017: Ronald McDonald House BC & Yukon (RMH BC) has launched the Gift a Moment campaign in anticipation of Family Day on February 13. Using the crowdfunding website, GoFundMe, this new donation platform aims to illustrate the main purpose of donating to the house – to keep families together during stressful times.
Developed by creative agency Cossette, with the help of illustrator Adela Kang, Gift a Moment began with the insight that each family entering the doors of RMH BC & Yukon isn’t simply provided with a bed to sleep in at night, but is given the opportunity to spend precious moments with their seriously ill child.
Chief Executive Officer of RMH BC, Richard Pass, explains, “For over 30 years, RMH BC has been providing a home away from home for families when their seriously ill child is undergoing major treatment. But what we do goes beyond providing a living space. We are giving families the chance to continue sharing precious moments together. This campaign gets at the heart of what we do, and shows that every donation can make big difference in the lives of these families and their children.”
Because there are 73 rooms at the RMH House, 73 individual fundraisers were created. Each fundraiser represents a unique family moment people can donate to: finger painting with siblings, a family game night of Monopoly and even a bedtime story from Mom, to name a few. Many of the moments actually feature real RMH families, bravely sharing the story of their seriously ill child—like Aeson, who was diagnosed with cancer at only 13 months; Rown, who started fighting a rare blood disorder before his second birthday; and 4-year old Maisie who was partially paralyzed but learned to walk again while staying at Ronald McDonald House.
“Having those families share their story allows people to develop an authentic and emotional tie to the specific moment being gifted”, says Michael Milardo, Executive Creative Director of Cossette Vancouver.
A small donation can mean a lot to these families, instead of asking for hundreds or even thousands of dollars, the fund goal for each moment is different and is as low as $18.
The campaign will be supported by posts from RMH BC social media platforms. Donations can be made at giftamoment.ca.
Former Leo Burnett Exec Joins Cossette As the Agency Ramps Up its U.S. Growth
Chicago — January 23, 2017 — Adam Friedman has joined Cossette Chicago as SVP, Head of Strategy. Formerly Senior VP and Strategy Director at Leo Burnett Chicago, Friedman joins Cossette as the agency – which launched in 2014 with its win of the local McDonald’s business – initiates aggressive growth plans for the U.S.
“Adam joins us at an exciting time,” said Alyssa Huggins, who leads Cossette Chicago. “Many marketers want a ‘right-sized’ agency that can work in a consultative fashion on big business challenges, and then solve those challenges with strong strategic thinking and outstanding creative work. This, plus an expectation of agility and transparency – is something we’ve always offered our clients. We will benefit from Adam’s client-side and agency experience, and were impressed by the entrepreneurial passion which led him to Cossette.”
Friedman brings 20 years of experience to the agency. He has contributed to the success of brands like American Express, Ann Taylor, Astra Zeneca, AT&T, Cartier, Kellogg’s and Sony, with particular expertise in driving new product development, product launches and broad-scale brand repositioning. During his six years with Leo Burnett he led the rebranding and repositioning of Fifth Third Bank and the communication platform development for Sprint’s 4G LTE Network.
“In the age of big and bigger data, I am always in search of more modern and human ways to uncover what makes consumers tick,” said Friedman. “I gravitated toward the silo-free environment of Cossette where ideas can spread quickly and the team is completely integrated. The model creates a shorter distance between the insight and the idea, and ultimately the work.”
In addition to being an active student of human behavior, Friedman is an avid back-packer and long-distance cycler who loves music and travelling with his wife Nicole and their son Julian. He is a graduate of Boston University.
About Cossette Chicago:
Cossette is a fully integrated marketing communications agency with 600+ employees and offices in Chicago, Toronto, Vancouver, Montreal, Quebec City and Halifax. Cossette was recently awarded Strategy’s Agency of the Year, and Cossette Chicago was recognized by Advertising Age as one of the 50 Best Places to Work. Cossette was founded in 1972 and has a client list that includes McDonald’s, Aeroplan, General Mills, BMW, Ronald McDonald House Charities, TELUS, TD Bank, Campari and SickKids Foundation.
Montréal, January 24, 2017 – VIA Rail Canada, Touché! and Cossette have just launched a follow-up to the fall 2016 campaign, “Why don’t you take the train?”. The latest initiative is calling on motorists to put their cars into hibernation this winter.
Aimed at making people question their habit of driving their car to travel between cities, the campaign focuses on the benefits of winter train travel and positions it as the smart choice when road conditions are poor. In fact, one component of the campaign was specifically designed for snow days and is called “Another beautiful day to travel.”
The integrated campaign, will run through the winter and includes pre-roll ads, highway billboards, digital advertising in Toronto Star Touch, as well as TV, web and social media banners. To help drive the message home, a series of editorial videos will be shared on VIA Rail’s social networks describing how VIA Rail is doubling its efforts to outsmart winter.
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Ad Her, a collaboration of Cossette Chicago employees Katie Palmer and Julia Matthews, was created to impact young women and strive for positive change in the Chicago advertising community through creativity, diversity and inclusion.
Ad Her aims to inspire high school girls from under-represented backgrounds to seek out advertising as a career: connecting them with mentors, technology and professional skills that create more inclusive opportunities for all.
Selected students will be paired with mentors and given the mission to find an ad that’s is a misrepresentation of women of color. The students will be provided with the resources to recreate a version of this ad through their own eyes and experience all facets of creating an ad - from conception to completion - in less than 24 hours.
5 winning students will be awarded scholarships for continuing education.
And asking Canadians, if you put bacon on a Big Mac, is it still a Big Mac?
McDonald’s Canada has announced the first change to the Big Mac since it’s arrival in Canada 50 years ago: for one month they’re adding three strips of Canadian bacon to the restaurant’s most iconic sandwich.
Since the Big Mac is such a legendary product and changing the recipe is a big deal, McDonald’s and creative agency Cossette are rolling out a campaign to ask Canadians “Is a Big Mac with bacon still a Big Mac?”
Montreal, December 16, 2016 – McDonald’s Canada recently unveiled the second phase of its #dadication campaign, developed in creative conjunction with agency partners Cossette, Weber Shandwick, OMD, Tribal and Étienne Boulay.
To strengthen its connection with Quebec parents, McDonald’s launched a campaign targeting mothers but featuring fathers. Inspired by the evolving role dads play within the family unit, McDonald’s is honouring the modern-day dad and his #dadication to making family members happy in sometimes less-than-perfect situations.
“McDonald’s has always been close to Quebec families and wants to continue positioning itself as a smart choice,” said Carl Pichette, Senior Marketing Manager for Eastern Canada at McDonald’s Canada. “Like us, dedicated dads are always on a mission to discover new opportunities combining quality and family fun, and they know McDonald’s provides the carefree environment and sensible food options they’re looking for, like the Happy Meal.”
“With his blog Ma Famille Mon Chaos, where he shares thoughts on his family and daily life while offering tips on fatherhood, Étienne Boulay is the perfect ambassador of the #dadication movement,” noted Cossette’s Chief Creative Officer, Antoine Bécotte. “This campaign is an ideal opportunity for McDonald’s to spark discussions around, and an emotional connection to, the role of a dedicated dad.”
The first #dadication online video featuring Étienne Boulay was launched on November 21, and invited Quebec fathers to be part of the story. Since then, many fellow fathers have been enthusiastically answering the call, on the “Ma Famille Mon Chaos” Facebook page as well as on Twitter and Instagram, to share their own tips and tricks using the hashtag #paparfait (the French version of #dadication).
The campaign will be supported by a media tour including radio and television appearances by Étienne, as well as by blog articles about family life and three promotional videos available online until December 25th.
Agencies: Cossette, OMD, Weber Shandwick, Tribal
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Vancouver, December 6, 2016: Eagle Energy, the world’s first caffeine infused energy inhaler, is launching its latest campaign, Stay Sharp. The Vancouver-based company is aiming to distinguish its nicotine-free inhaler in a sea of sports energy drinks.
“To make an effective caffeine product that addressed all the negatives associated with drinks, we had to look at new innovations. Through inhalation we could create a natural product made up of guarana, ginseng and taurine, and leave out the sugar” says Marketing Director, Matt Lang.
In an act to exemplify what can be accomplished with this revolutionary new way to consume energy, creative agency Cossette Vancouver developed a 60-second video that aims to exert as much mental energy as possible.
Directed by Scott Gairdner of Mathematics, the spot opens with a charismatic announcer in an empty warehouse asking the viewer “What’s the best way to get a boost of mental energy?” He then begins to quickly unfold a series of stunts that highlight the unique benefits of Eagle Energy, including:
“Eagle Energy is all about mental energy and we wanted the creative, and creative process, to reflect exactly that,” says Michael Milardo, Executive Creative Director of Cossette in Vancouver. “So the team put a ton of mental energy into developing these stunts and building them"
The campaign will run online with paid media in the US, Japan and China.
Vancouver B.C., November 28, 2016: Following their latest string of new business wins, Cossette Vancouver is expanding with the addition of three new hires: Creative Director of Design, Lisa Nakamura; Account Director, Lindsey Maloney; and Director of Integrated Production, Emily Miller.
“Our momentum has been outstanding and the new hires are an incredible reflection that our new business wins are truly diverse with a strong focus on Digital, CRM and Design,” says Cossette SVP and General Manager Nadine Cole. “Each of these individuals brings leadership and a strong spirit of collaboration that will serve our clients very well.”
Lisa Nakamura joins Cossette from her role as Creative Director of Design at Rethink Communications in Vancouver. She has worked with clients such as A&W, Sobeys, Molson Canadian and Coast Capital Savings.
Before moving to Vancouver just over two months ago, Lindsay Maloney held senior account positions at CHE Proximity as well as Clemenger BBDO in Melbourne, Australia. She has managed accounts with Telstra, The Mirabel Foundation, Mercedes-Benz and Yellow Pages.
Previously, Emily Miller was Operations Manager at Epilson in Dublin, Ireland and responsible for all production on the Dublin and London teams on the Google account.
This boost in Cossette Vancouver’s team reflects the latest additional business for Cossette, including: Sephora, Yukon Tourism and Chatters Salons.
Montreal, November 24, 2016 – Cossette came out on top at the Boomerang Awards, the only awards show to cover the entire digital industry in Quebec. The agency was the big winner of the night, taking home ten awards including six Grand Prizes.
"What a year for Cossette! These awards demonstrate our creative, strategic and technological depth," says Malik Yacoubi, Chief Strategy and Development Officer at Cossette and member of the Boomerang Awards Jury. “We are all very proud that the quality of our product is recognized and welcomed by the industry."
The awards won recognized a diverse roster of client projects:
November has been big month for Cossette since winning Strategy magazine’s highly coveted Agency of the Year. The agency also won top honors at the Canadian Marketing Association (CMA) gala, including Best of the Best for General Mills' Bring Back The Bees campaign.
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Toronto, November 21, 2016 – Canadian ad agency Cossette walked away with the top prize at the Canadian Marketing Association’s annual award show, winning “Best of the Best” for “Bring Back The Bees” an integrated marketing campaign for the General Mills Honey Nut Cheerios brand.
“Bring Back The Bees,” which also won multiple Golds at the CMAs, is a multi-pronged marketing campaign that aims to raise awareness of diminishing bee populations and to inspire and empower Canadians to help support Canada’s bees by planting wildflowers in their communities.
Cossette also won multiple CMA Gold awards for “Unpaused” a fundraising campaign for SickKids Foundation which, like “Bring Back The Bees” has received widespread industry acclaim within the international marketing community.
Cossette also won CMA awards for clients McDonald’s and SAQ.
The CMA gala, held annually in Toronto and attended by some 2,000 marketing and advertising professionals, capped off a highly successful month of award wins for Cossette.
Earlier, the agency was named “Agency of the Year” by the industry trade publication Strategy magazine. Cossette also won multiple Golds at the Canadian Media Innovation Awards last week, in addition to winning top honors at the Advertising and Design Club of Canada show.
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November 18, 2016 – After being awarded Strategy magazine’s 2016 Agency of the Year, Cossette continues it’s successful showing on the award show circuit with big wins at the Media Innovation Awards and the Advertising & Design Club of Canada’s annual awards show, Directions.
Cossette and Cossette Media took home five gold awards and one bronze at the Media Innovation Awards, Canada’s most prestigious and important media industry awards. The agency won two gold for General Mills “Bring Back the Bees” and three for SickKids “Life Unpaused” to be awarded the second-most gold trophies of the night.
At the same time, Cossette had a big showing at the Advertising & Design Club of Canada’s annual awards show. The agency won five silvers and seven merits representing the best Canadian work in Advertising, Design and Interactive Media for its work with VIA Rail, McDonald’s, General Mills, SickKids, Espace Go, McCord Museum, Habitat for Humanity, Amnesty International and Kobo.
These recent wins follow a year of success on the national awards show circuit – from being the most awarded agency at the Promo! Awards in September to taking home the most winning entries in the 2016 Applied Arts Advertising and Interactive Annual.
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November 18, 2016 – After winning Strategy’s 2016 Agency of the Year, Cossette was named one of the 2017 Aon Best Employers in Canada. These are two significant acknowledgments for the agency, which highlight, on the one hand, the exceptional talents and products and, on the other, the positive environment and business practices. Moreover, Advertising Age recognized Cossette’s Chicago office as one of 2016’s 50 Best Places to Work in Advertising and Media in the U.S.
Not only is Cossette the sole advertising agency on Aon Hewitt’s annual list, it is also ranked at the Platinum level—these are the companies in the top 25% of all those Aon surveys as part of its Best Employers program. This is based on employee engagement, leadership, performance, culture and employer brand.
“It’s clear that a marketing communications agency wants to be recognized for innovative capacity, creative products and memorable campaigns. If, in addition, corporate practices are embraced and endorsed by employees, we really have the best of both worlds,” says Mélanie Dunn, President and CEO of Cossette Canada.
There are some factors that make the agency stand out. These include brand, leadership practices, sense of influence, and also training and professional development. “The sense of belonging to the Cossette brand has intensified since the launch of our new brand identity last year,” added Dunn. “Our talented employees are proud of what Cossette produces, but also of the environment in which they evolve.”
In addition to topping the Aon Hewitt list, Cossette Chicago was one of the 50 Best Places to Work in Advertising and Media in the U.S., according to Advertising Age. This recognition is based on a set of criteria that includes workplace policies, practices, philosophy, systems, and demographics, and overall employee experience.
For more information :
Montreal, November 9, 2016 – McDonald’s and Cossette are pleased to present the follow-up to the McPlayer campaign launched in early September, featuring Alex Galchenyuk and Brendan Gallagher. The campaign is based on the idea of inviting Quebecers to select their favourite of the two hamburgers personalized by these popular Canadiens players at a self-order kiosk. No matter the selection, the player whose hamburger wasn’t chosen appears on screen and interacts with the consumer—a first for McDonald’s.
This fully integrated campaign will also take advantage of the momentum following the American elections. “The morning after the U.S. elections is when the real debate will get underway here in Quebec. Which is better, The Galchenyuk or The Gallagher? That’s the real question,” explained Antoine Bécotte, Chief Creative Officer at Cossette.
“The McPlayer campaign stirs up strong emotions related to our national identity and sense of pride,” said Carl Pichette, Eastern Marketing Manager for McDonald’s Canada. “Since they first appeared, the McPlayer campaigns have allowed McDonald’s to get closer to Quebecers. Just think back to the campaigns starring Max Pacioretty, Jeff Petry or Zdeno Chara.”
As well as web videos and TV spots, the campaign will appear in print in the Métro newspaper and in digital format in Montreal bus shelters and on highway billboards, updated in real time according to the popularity of each hamburger. On November 9, keep an eye on all Montreal bus shelter screens, which will be taken over by the Galchenyuk–Gallagher competition.
Hashtags were created (#teamgallagher and #teamgalchenyuk) to allow Quebecers to share which side they’re on through various social networks. The rivalry between the two players will continue as a Twitter battle.
The campaign will run until December 5, while the Gallagher and Galchenyuk hamburgers will be available until December 31.
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Montréal, October 28, 2016 – Cossette has teamed up with International Delight for the launch of the Take the bitter out. Add delight. campaign, targeting the English Canadian market.
By taking a fun, upbeat approach, the campaign addresses a variety of everyday life situations, even those that are sometimes annoying and exasperating, by showing to what extent International Delight is there to help us see the sunny side of life.
“People use International Delight products to offset the bitterness of coffee. By playing with this distinctive element, we wanted to highlight the flip side, by showing the positive side of unpleasant moments that can arise in a day,” explained Antoine Bécotte, Chief Creative Officer at Cossette.
“We decided to combine the launch of our latest packaging with that of a new advertising campaign to show off our new look, with the same delightful taste,” said Melina Sagarrica, Marketing Manager for International Delight.
From highway billboards, where the visual adjusts according to the traffic and weather, to interactive videos appearing as pre-rolls on YouTube and optimized for Facebook canevas, the multiplatform campaign is anything but traditional.
This fully integrated campaign is rounded out by radio spots, banners and Facebook posts that are adapted to current events. The International Delight speech bubbles associated with specific content in newspapers, such as the defeat of a sports team, difficult crossword puzzles or less promising horoscopes, will aim to chase the bitterness away.
Advertiser: International Delight
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Last week, Toronto became the 16th major urban centre in the world to join the NewCo Festival family, recently completing a day-long NewCo Festival that drew nearly 700 first-time registrants and 38 NewCo host organizations.
The event, sponsored and presented in Canada by national advertising agency Cossette, featured host companies representing a wide spectrum of interests, spanning everything from the tech world, to start-ups, health care, culture and education, travel and public service.
NewCo Toronto hosts included such leading-edge organizations as: G Adventures, a pioneer in the adventure travel space; League, a state-of-the-art health and wellness platform; SickKids, a world-leading children’s hospital; and Soulpepper, an innovative theatre company that is pushing the boundaries in live theatre production and development.
Similarly, the festival attracted a broad cross section of participants from across business, technology, the venture capital and investment community, education and the political sphere, according to Valerie Swatkow, Cossette Executive Vice-President in Toronto and one of the principal organizers of the event.
“As a first-time event, participants were signing up without fully understanding what to expect,” explains Swatkow. “But then, when they went into the experience and got to hear the stories of these amazing organizations in such an intimate and up-close way, many were blown away. One of the out-of-town universities that attended is planning to send a bus-load next year.”
Swatkow was particularly pleased with the strong support that the Toronto NewCo Festival received from both the Toronto municipal and Ontario provincial governments. Toronto Mayor John Tory, provincial Premier Kathleen Wynne and Minister of Economic Development Brad Duguid all attended a special pre-event VIP kick-off party for 350-plus people at Cossette’s Toronto offices.
“Both Toronto and Ontario are actively reaching out to the tech community and promoting Toronto and the province as an attractive home for these industries, and The NewCo Festival provides a great opportunity to showcase the incredible success stories,” adds Swatkow.
In fact, Cossette plans to expand NewCo next year to include the Kitchener-Waterloo area, a municipality within an hour’s drive of Toronto that has earned a reputation as a tech hub in Canada and there are further plans to bring the NewCo experience to Montreal and Vancouver as well.
“We couldn’t be happier with the response and support that we received for our first Toronto NewCo Festival. We expect to double the size of participants and host companies next year,” says Swatkow.
Montreal, September 2, 2016—In collaboration with Cossette, VIA Rail Canada is launching its newest campaign, “Why don’t you take the train?” Its goal is to persuade drivers to change their habits by taking the train, especially along the Quebec City–Windsor corridor, where 77% of people travel by car.
The campaign’s video ads create uncertainty by comparing different habits. “The ads are back-and-forth exchanges in which people question specific habits,” said Gilles Legault, Assistant Creative Director at Cossette. “There is no clear winner, and the matter is left as an open question. It was this moment of reflection that we wanted to capitalize on.”
The ecosystem, developed by a partnership between Touché!, Tink and Cossette, includes a number of different touchpoints. Analysis of various routes allowed for the creation of messages that draw on the habits of travellers during their trip and the ways in which taking the train can optimize their experiences.
“Identifying qualified audiences and determining growth potential for each VIA Rail route allowed us to build a clear-cut media strategy that aims to get travellers to consider the train during the planning stage or while travelling, then to qualify and leverage all of the data collected to dynamically push transactional offers,” explained Martin Soubeyran, Vice-President, at Touché!
A campaign web page (http://www.viarail.ca/en/why-not-the-train) was also created to shine a light on drivers’ habits. “With this digital deployment, VIA Rail is putting the focus on personalization and user engagement, based on users’ perceptions of train travel,” noted Jocelyn Couture, President and Chief Executive Officer of Tink, a digital agency. “The digital experience was reconsidered and adapted for each target audience, with a strong focus on mobile.”
The new campaign will run until the 2016 holiday season and include pre-roll; roadside advertising; indoor advertising in rest areas, service stations and restaurants; web banners; and social media. A series of 30-second videos and dynamic YouTube videos, displayed based on subscriber data, will reinforce the message among the public.
The videos are available on YouTube:
Client: VIA Rail Canada
Media agency: Touché!
Digital agency: Tink
Production house: Les Enfants
Director: Maxime Giroux
At the heart of every journey is the
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Your workplace is the
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